20 Irish drinks companies in US this week for major trade event
Despite the looming threat of 30% US tariffs on Irish spirits, 20 Irish drinks companies will be in the US this week to take part in Tales of the Cocktail, a leading cocktail conference event.
The Irish businesses in the US this week represent Irish beer, cream liqueur, gin, poitín, and vermouth producers.
Bord Bia said it is supporting the companies at the event in New Orleans, in the state of Louisiana, from July 20-25 as part of a programme of supports for the sector as it deals with difficult trading conditions.
It forms one piece of a global plan that also includes new routes to market as a diversification strategy for Irish drinks companies, the Irish Food Board said.
At Tales of the Cocktail, Bord Bia will sponsor a showcase event for the 20 companies to meet with on-premise personnel in the US, including bar owners, bar tenders, and media, with over 1,800 guests confirmed.
The Irish Spirits Showcase event will feature representatives linked to the Irish drinks and hospitality sector, including Dave Mulligan, owner of Bar 1661 in Dublin; Jack McGarry, who is co-founder of The Dead Rabbit bar in New York; and Christy Caldwell, owner of The Ordinarie bar in California.
Valentia Island Vermouth from Co. Kerry will use the opportunity to officially launch its brand into the US market at the Tales of the Cocktail conference.
Speaking ahead of the event, Bord Bia CEO Jim O’Toole said: “The US is an incredibly important market for Irish spirits, worth €860 million to the economy last year.
"We hope that this event will drive commercial opportunities for Irish companies and an opportunity to showcase Irish spirits and their potential use in cocktails, a vastly underdeveloped space for Irish companies in the US," O'Toole added.
He said that the Irish drinks industry is "no stranger to global headwinds".
"Supporting companies to explore new avenues in the US and abroad at this challenging time is a priority. The resilience and ambition of these 20 companies participating in the conference in Louisiana next week is a testament to that spirit."
One of the 20 Irish companies in the US this week is Dingle Distillery, which recently took part in Bord Bia-led trade visits to Japan and Australia in June.
Aidan McNamara, global commercial manager of Dingle Distillery, commented: “The US is still our number one export market and next week’s trade show is an excellent opportunity to meet all our target trade connections in one go, including bar owners who seeking new brands to work with.
"As a company we are continuing to invest in the US but looking at other markets to now compliment it," McNamara added.
In terms of the recent drinks delegation to Japan, Bord Bia said that Irish whiskey is gaining traction in the Asian country among younger consumers and women, where the popularity of ‘highball’ cocktails and a post-pandemic shift toward premium home consumption are fuelling its demand.
Michael Hussey, senior manager for alcohol at Bord Bia, said that market entry guides have been developed for companies looking to export to both Australia and Japan in the coming year.
"Japan and Australia have been identified as key markets for diversification for the drinks sector and are important players for Irish companies looking to generate new business leads in the current climate," Hussey said.
In September, Minister for Agriculture, Food and the Marine Martin Heydon will take part in a trade visit to South Africa for the G20 Trade and Investment Working Group.
During the visit, Bord Bia will launch its Spirit of Ireland global educational programme in Cape Town, in an effort to raise awareness of the Irish spirits category.
Spirit of Ireland is aimed at customer-facing staff selling Irish spirits in off-licenses and bars. South Africa is now Ireland’s sixth-largest drinks export market and the largest in the region, with exports growing over 300% since 2020 to reach €55 million in 2024.
Bord Bia CEO O'Toole said: "While the US remains a vital market, diversification is key to building resilience and sustaining growth. We are continuing to work closely with industry partners to ensure that Irish spirits remain front-of-mind for international buyers, regardless of geopolitical uncertainty.”
Between 2010 and 2024 the number of working distilleries in Ireland jumped from four to more than 50. Last year Irish whiskey exports surpassed €1 billion.
Irish cream liqueur exports rose by 5% to €380 million in 2024. Exports to the US and Canada accounted for over 60% of total cream liqueur exports and grew by 13% and 8% respectively last year.
